Reading the screen differs from reading the printed sources. It may hurt the pride of online writers, but users seldom take pains to read their works attentively. As a rule, the users just scan text looking for the key words or phrases. The research of the five most popular writing styles at Sun Microsystems laboratory showed that the usability of an average web site increases by 53% if the text is brief and concise; by 27% - if the text is easy to scan, by 47% if the text is written in